There is such a build up to that emotional moment when fathers give away their daughter's hand on her wedding day, that we've all but forgotten the pain mothers feel when their sons grow up, fly the coop and find love.
Luckily Old Spice is on hand to represent all the heartbroken mothers out there.
Their latest (hilarious) advert features Old Spice Re-Fresh Body Spray, which by their own admission "may cause boys to become men, girls to become girlfriends, and mums to become sad".
Sound familiar ladies?